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摘要随着中国改革开放的逐步深入和市场经济的快速发展，企业并购已经成为我国社会主义市场经济中不可忽视的存在。并购重组不仅是一种投资手段，更是一种优化资源配置，重组企业新生，促进整个国家经济结构调整。2013年我国经济转型产业升级，并购重组的活动在这一年里呈现出强劲态势，2013年总计完成并购的案例有1232件，同比增长24.3%。从2007年到2013年之间，国内并购趋于快速上升阶段，这也是今年来愈来愈关注企业并购的原因。本文我所选择的是零售业啤酒行业的并购案例，华润雪花啤酒收购金威啤酒。了解分析两家公司并购前的各自经营状况和战略走向，对华润雪花啤酒为何收购金威啤酒，所采取的收购方式，收购中所出现的问题通过我所能理解做出大概的分解，并购整合后华润雪花所产生的效应再度进行分析总结。46119
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毕业论文关键词：华润雪花；金威啤酒；并购；战略；整合
ABSTRACT
With the acceleration development of China's reform and opening up and the rapid development of market economy, mergers and acquisitions has become our country socialist market economy can not be ignored. Merger, acquisition and reorganization is not only a means of investment, but also a kind of optimize resource allocation, restructuring enterprises, promote the whole national economic structure adjustment. In 2013 China's economic transformation of industrial upgrading, merger, acquisition and reorganization of the activities in this year to present a strong momentum, completed a total of 2013 cases of m&a 1232 pieces, up 24.3% from a year earlier. From 2007 to 2007, between domestic mergers and acquisitions tend to rapidly rising stage, that is why this year to become more and more focus on enterprise mergers and acquisitions. In this paper, what I choose is retail m&a cases of beer industry, China resources snow beer kingway beer. Analyses of the two companies mergers and acquisitions in front of the respective operating and strategic direction, acquisition of China resources snow beer why kingway beer, by way of acquisition, acquisition through my comprehension for the problems to make approximate decomposition, after the merger integration effect produced by China resources snow again carries on the analysis summary.
Key words：China resources snow；Kingway beer；Mergers and acquisitions；Strategy；Integration
目 录
摘 要 I
ABSTRACT II
第一章 并购的理论分析 1
1.1并购的含义 1
1.2并购的类型 1
1.3企业并购动机 2
第二章 华润雪花、金威啤酒企业基本情况 4
2.1华润雪花公司的基本情况介绍 4
2.2金威啤酒集团有限公司简介及相关发展介绍 4
第三章 华润雪花并购金威啤酒过程 7
3.1全国啤酒行业2008-2012年的概况 7
3.2金威啤酒被并购过程 8
第四章 并购后整合发展及存在问题 10
4.1并购整合后有望市场份额增加 10
4.2在2013年之后啤酒销量呈逐步上升趋势 10
4.3并购后存在的问题 11
第五章 解决并购后问题的建议和对策 13
5.1安抚老员工抗议情绪及提供良好的职工福利 13
5.2强化品牌发展降低财务风险 13
5.3并购方式多样化提高企业可持续发展能力 13
5.4品牌产品集中生产降低成本 14
结束语 15
致 谢 16
参考文献 17